Norton-Villiers-Triumph
The Group continued to expand and acquire throughout the 1950s, but by 1965 competition from Japan (in the shape of companies like Honda, Yamaha and Suzuki) and Europe from Jawa/CZ, Bultaco and Husqvarna was eroding BSA's market share. The BSA (and Triumph range) were no longer aligned with the markets; mopeds were displacing scooter sales and the trials and scrambles areas were now the preserve of European two-strokes. Some poor marketing decisions and expensive projects contributed to substantial losses. For example, the development and production investment of the Ariel 3, an ultra stable 3-wheel moped, was not recouped by sales; the loss has been estimated at £2 million. Furthermore, BSA failed to take seriously the threat that electric-start Japanese motorcycles might completely destroy the market for kick-started BSA motorcycles.
In 1968, BSA announced many changes to its product line of singles, twins and the new three-cylinder machine named the "Rocket three" for the 1969 model year. It now concentrated on the more promising USA, and to a lesser extent Canadian, markets. However, despite the adding of modern accessories, for example, turn signals and even differing versions of the A65 twins for home and export sale, the damage had been done and the end was near.
Reorganisation in 1971 concentrated motorcycle production at Meriden, Triumph's site, with production of components and engines at BSA's Small Heath. At the same time there were redundancies and the selling of assets. Barclays Bank arranged financial backing to the tune of £10 million.
Upgrades and service bulletins continued until 1972, but the less service-intensive Japanese bikes had by then flooded the market on both sides of the Atlantic. The merger with Norton Villiers was started in late 1972, and for a brief time a Norton 500 single was built with the B50-based unit-single engine, but few if any were sold publicly. The BSA unit-single B50's 500 cc enjoyed much improvement in the hands of the CCM motorcycle company allowing the basic BSA design to continue until the mid to late 1970s in a competitive form all over Europe.
The final BSA range was just four models: Gold Star 500, 650 Thunderbolt/Lightning and the 750 cc Rocket Three. By 1972, BSA was so moribund that, with bankruptcy imminent, its motorcycle businesses were merged (as part of a government-initiated rescue plan) with the Manganese Bronze company, Norton-Villiers, to become NVT, headed by Dennis Poore. The intention was to produce and market Norton and Triumph motorcycles at home and abroad; but Poore's rationalisation led to redundancies of two-thirds of the workforce. In response, the Triumph workers at Meriden set up their own cooperative. This left Poore with neither BSA nor the iconic Triumph Bonneville model and the only NVT models listed for the 1975 model year were the Norton Commando and the Triumph T160 Trident.[4] Although the Commando won the Motor Cycle News "Bike of the Year" award for several years running, nothing could hide the fact that the Commando engine was an old design, being a pre-unit pushrod parallel-twin, notwithstanding its effective and revolutionary vibration-damping 'Isolastic' engine mounting system.
The T160 was an upgraded triple with a host of improvements such as electric starting and all-disc braking whose engine, built at BSA's Small Heath plant, bore, in many ways, a striking similarity to that of the original BSA Rocket 3, being forward-inclined in the frame rather than vertically mounted. This layout was found to give better weight distribution and allowed ancillary components like the starter to be mounted behind the cylinder block, thus apparently vindicating the earlier BSA 'inclined -parallel 3' design.[4]
In exchange for its motorcycle businesses, Manganese Bronze received BSA Group's non-motorcycle-related divisions—namely, Carbodies. Although the BSA name was left out of the new company's name, a few products continued to be made carrying it until 1973. However, the plan involved the axing of some brands, large redundancies and consolidation of production at two sites. This scheme to rescue and combine Norton, BSA and Triumph failed in the face of worker resistance. Norton's and BSA's factories were eventually shut down, while Triumph staggered on to fail four years later.
